This is an article from the LinkedIn Team. Email campaign testing and optimization are essential for improving your email marketing performance and achieving your goals. Whether you want to increase your open rates, click-through rates, conversions, or revenue, you need to know what works and what doesn’t for your audience and your offer. In this article, we will cover some of the best practices and tools for email campaign testing and optimization in the context of email marketing.
Why test and optimize your email campaigns?
Email marketing is not a one-size-fits-all approach. Depending on the audience, segment, niche, and industry, the response to your email messages, design, layout, subject lines, calls to action, and timing may vary. To uncover what resonates with your subscribers and what encourages them to take action, testing and optimizing your email campaigns is essential. Doing so can help you: increase deliverability and avoid spam filters, boost open rates and engagement, improve click-through rates and conversions, reduce unsubscribe and bounce rates, enhance brand reputation and loyalty, and maximize return on investment (ROI).
This is an AI-powered collaborative article. This is a new type of article that LinkedIn started with the help of AI, but it isn’t complete without insights from experts. Learn more
Alex’s advice on Email Campaign Optimization
While there are many tools and strategies you could use within your ESP, I would suggest talking to customers first. Not just a survey or poll. You could do this in 5 easy steps:
- Take time to segment your list
- Formulate 4-5 questions you believe are critical to optimize
- Use a hybrid approach to conduct customer feedback.
a. Schedule calls with subscribers (offer a gift in exchange)
b. Email or direct messages
c. Monitor campaigns in real time & follow up with those engaged
d. SMS/text message with those opted-in to SMS
e. Chat in real-time on your website - Share the feedback with subscribers & Share the results of your findings with your team (designer, copywriter, etc)
- Optimize based on your findings!
